BlackBerry Ltd. has partnered with a Toronto-based fleet and asset management company in a bid to expose its own asset tracking service to more customers.

The Waterloo, Ont.-based smartphone-turned-software company announced on Wednesday a reselling partnership with Fleet Complete, which serves 250,000 subscribers and 10,000 businesses around the world.

Fleet Complete will sell BlackBerry Radar technology alongside its existing services in a package executives described as “unbeatable” in a joint call with media Tuesday.

While BlackBerry would not reveal financials surrounding the partnership, it expects it will help get Radar to market faster.

“What we anticipate here with this partnership is the more rapid expansion of opportunity for us to get to customers that we may not have otherwise been able to get to as quickly,” said Philip Poulidis, BlackBerry’s senior vice president and general manager of Radar.

BlackBerry Radar helps track data such as load status, temperature, humidity and whether a trailer door is open or closed, information that can help companies improve efficiency.

Only about 12 per cent of trailers, chassis and flat beds use tracking systems similar to Radar, Poulidis said. “There’s a lot of room there for growth and opportunity.”

BlackBerry does not release financial results specific to Radar, although in the last quarter CEO John Chen asked for patience for results from the relatively new service.

Analysts expect Radar, which charges for equipment and a monthly operating fee, could pull in anywhere from tens to hundreds of millions of dollars by 2020.